Kogan makes a play for whitegoods market

Kogan.com will enter the Australian whitegoods and built-in kitchen appliance market with a range of exclusive branded products including refrigeration, washing machines, dryers, dishwashers, ovens, cooktops and rangehoods. The release date for the range is expected to be before the end of the calendar year.

Kogan.com founder and CEO, Ruslan Kogan confirmed that the online retailer has already signed supply and logistics agreements, and described the move as a ‘huge win’ for consumers.

“The Australian whitegoods and built-in kitchen appliance market lacks competitive tension which has resulted in a limited number of players enjoying inflated margins. One major factor contributing to this lack of competition is the additional complexity and logistical requirements arising from distributing bulky products.

“Due to the rapid growth of the Kogan.com business over the last 12 years, we are now in a positon where our logistics and distribution footprint enables us to enter this market and provide Australians with unprecedented value on a range of the most popular whitegoods and built-in kitchen appliances.

“We are excited to be applying our business model to this industry and making the most in-demand products more affordable for all Australians.”